Exploring the Impact of Product Design Characteristics on Sales

Utku Akkoç, University of Alberta, CanadaRobert Fisher, University of Alberta, Canada

Drawing upon longitudinal data from the U.S. auto market between 1984 and 2003, we demonstrate how product aesthetics have played a role in customers’ preferences. Our study contributes to the limited literature on the impact of design elements on consumer behavior and has important implications for new product development teams.